Question

Required Information Managing Google's Public Relations Increasingly, there are new definitions of Public Relations and the Integration of PR activities with the Marketing and IMC functions. Read the case below about Google's activities in the area of PR to identify how Public Relations currently exceed the traditional role of PR. Read the case of Google and its PR activities scenario and then answer following questions about how Google uses PR as part of the IMC function. As one of the firms with extremely high brand equity, in the top three firms with Apple and Coca-Cola, Google employs not only advertising but also public relations as part of its IMC. The traditional role of PR was to inform the public both Internally and externally about the company in a positive manner. The newer role of PR is more marketing-oriented and Integrates the two functions more fully. Consequently, the management team at Google is positively pre-disposed to offer the press Interviews and allow filming at Google headquarters. A movie, "The Internship," about the competition among Millennials to gain a position at Google showcased both the challenging level of work and the benefits the company offers. The Google culture is transmitted throughout all communications In which it engages from the simple, reliable Google search page the and daily modifications offered in the logo to celebrate the birthday of a famous person, place, or thing. Google's corporate culture is communicated through the full range of its employees from founders Larry Page and Sergel Brin to the entry-level employee. The firm is eager to share its "Googly-ness" with the public. In efforts to do that, Google relles less on traditional advertising and more on PR and on its own style of communications. When a firm Integrates many different activities such as Google does in communicating to consumers, employees, and other stakeholders about the Google corporate culture and spirit, it can be identified as employing what type of function?

Answer 1

ANSWER: Integrated Marketing Communications

Explanation: Integrated Marketing Communications or IMC is the integration or unification of marketing communication elements such as advertising, social media, public relations, into a brand message that remains consistent across the different channels of media. Through IMC, an organization communications and engages with consumers, employees and other stakeholders. Public relations is one element of IMC, which is defined as the practice of managing communication between organization and the public.